Category: Business Resources

Know Your Customer :: Target Their Interest

Diversity is all around us. And with the diversity available within the BioZyme® product line, your customer base could include a family who feeds lambs and goats for a seasonal show circuit, someone else who is a fifth-generation purebred cattle producer and another who breeds prize-winning show dogs. 

Obviously, with such a broad spectrum of potential customers, your marketing plan can’t be a one-size-fits-all. Just as it is essential to know details about your customer, it is just as important to know how to provide a unique marketing approach to fit each customer’s needs.

According to a University of Kansas “Community Tool Box” website
(http://ctb.ku.edu), market segmentation enhances your ability to best use the four P’s of marketing: product, price, place, and promotion.

  • PRICE: Price comes in different forms. A customer may be willing to pay a premium for quality if that is something you know is important to them (see page 8 for an example of how CJ Feed & Supply obtains this information). At the same time, a customer may be willing to pick up product versus having it delivered if they desire a lower cost.
  • PRODUCT: Knowing and understanding customers need different products for their various species and goals will allow you to have a more personal conversation, whether that be in person or through marketing efforts.
  • PLACE: Different customers can be reached in different places. Perhaps you have a customer who wants you to call them on a regular basis, while another appreciates a personal visit to his or her operation. A group of customers might benefit from an email that highlights upcoming price changes for products you know they use regularly, and another group might appreciate the
    opportunity to attend a producer meeting.
  • PROMOTION: Each customer responds differently to
    marketing and advertising. As mentioned in previous
    newsletters, the BioZyme marketing staff has tools
    (email, direct mail, texting, signage, etc.) and resources
    available to help you reach these customer groups.
    Contact Katie Vaz, Marketing and Communications
    Manager, at kvaz@biozymeinc.com or 816-596-8782  for more information about which marketing tools are available and best suited for you.

Since you know your customers best and their specific needs, it is important to be able to relate to their needs. Is breeding season approaching in your particular region? Perhaps you begin heavier promotion and offer education on the benefits of Concept•Aid®. Do you have several customers who show pigs during a summer jackpot series? It might benefit you and those customers to attend the first show of the season to promote Vita Charge®.

Targeted marketing quickly shows each customer segment that you care about their specific needs and have the products to meet those needs. This type of marketing positions you as a specialist in  the eyes of your customer and encourages  them to seek you out when they have a question, problem or product request. This relationship-building marketing strategy will draw your customers closer to you and make them more willing to invest in you and your products instead of your competitors.

January – Letters From Lisa

I know it is the smart way to do everything, but I am not nearly as efficient as I want to be. Why? When 70 to 80 percent of your day is spent doing work about work (multiple meetings, endless emails, etc.) instead of doing actual work, that’s a problem. I have that problem. I love that problem, but I do have it. Isn’t the first requirement of change to acknowledge you have a problem?

Despite its difficulty in life, efficiency in business is imperative to keep pace in an increasingly competitive world. Sooner or later, any company operating inefficiently will be out of business. Being efficient in business means making choices that benefit one sector of a business without taking from another. Knowing the steps to take and the tools to use to make your business more efficient will help you get the best results at the least possible cost.

Here are some tips to help your business work more efficiently, cut costs, improve customer satisfaction and stay ahead of the competition:

  • Deliver anytime, anywhere information access to employees (you too). To stay productive on the move, you and your employees need to be able to reach the people and information they need—anywhere, anytime.
  • Make it easy to work together. Smooth collaboration between employees, partners, suppliers and customers is a sure-fire way to boost efficiency while also reducing costs.
  • Streamline customer communications. Delivering fast, knowledgeable service is the best way to keep customers satisfied.
  • Reduce unproductive travel time. All too often, time spent on the road is time lost. Use travel time to get work done using technology if you have the right tools. The money invested in these tools is well spent.

To me this list of business efficiencies seems challenging, but not impossible. 

So let’s get back to personal efficiency since that is more difficult, at least for me.
I recently read a Robin Sharma article, that was just what I needed, entitled
“21 Tips to Become the Most Productive Person You Know.” Of course it is not as easy as it sounds, but here are the five points that I found most interesting:

Sell your TV. You’re just watching other people get successful versus doing the things that will get you to your dreams.

Say goodbye to the energy vampires in your life (the negative souls who steal your enthusiasm).

Run routines. When I studied the creative lives of massively productive people like Stephen King, John Grisham and Thomas Edison, I discovered they follow strict daily routines. (i.e., when they would get up, when they would start work, when they would exercise and when they would relax).
Peak productivity’s not about luck. It’s about devotion. 

Don’t say yes to every request. Most of us have a deep need to be liked. That translates into us saying yes to everything – which is the end of your elite productivity.

Be a contrarian. Why buy your groceries at the time the store is busiest? Why go to movies on the most popular nights? Why hit the gym when the gym’s completely full? Do things at off-peak hours.

Let’s work together to get more efficient – you hold me accountable, and I will do the same for you. Go get big things done this year!

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